The Russell Brunson Show - After Info Products, Then What?...

Episode Date: December 25, 2019

The only way to 10X your business is this. On this episode Russell talks about having his end of year meeting, and realizing how moving away from just info products is what allowed his business to make over 100 million dollars. Here are some of the awesome nuggets to listen for in today's episode: Find out why all the top businesses in the community have grown by finding something outside of the info product to sell. And hear what questions you need to ask yourself in order to figure out what your non-info product could be. So listen here to find out why you should start thinking about stepping outside of just having an info product if you want to grow your business beyond 30 million dollars a year. Transcript - https://marketingsecrets.com/blog/270-after-info-products-then-what Learn more about your ad choices. Visit megaphone.fm/adchoices

Air Transat presents two friends traveling in Europe for the first time and feeling some pretty big emotions. This coffee is so good. How do they make it so rich and tasty? Those paintings we saw today weren't prints. They were the actual paintings. I have never seen tomatoes like this. How are they so red? With flight deals starting at just $589, it's time for you to see what Europe has to offer. Don't worry, you can handle it. Visit airtransat.com for details, conditions, and supply. AirTransat. Travel moves us. What's up, everybody? This is Russell Brunson, and welcome to a very special...

Can you hear that? It's a Christmas edition of the Marketing Secrets Podcast. I'm in the Tesla, and the kids messed it up, so when I turn on my blinker, the sound comes on. So Merry early Christmas and excited to hang out with you this morning. So the big question is this. How are entrepreneurs like us who didn't cheat and take on venture capital

who are spending money from our own pockets, how do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answer. My name is Russell Brunson and welcome to Marketing Secrets. All right, everybody. So we're getting close to Christmas. By the time you guys hear this, it may actually be Christmas or maybe the day after Christmas. I'm not sure exactly what day this will drop.

But today's basically the last day at the office for everybody before we get ready for the Christmas vacation. And I'm excited. It has been a crazy, crazy year and we're finally starting to wind down. On two nights ago, I finished the rewrite of the expert secrets book yay which is so nice to be done yesterday we had insane meeting that literally changed my destiny for forever and i can't talk about it yet but in the future i will um so it happened yesterday and then um today again kids at last day school and then after school i'm coming around and grabbing the kids and tomorrow is the right state wrestling tournament andallin was eight pounds over this morning. Eight pounds.

Which means I get to, you know, grab him from school and take him back to the house and wrestle with him for like five hours to make him lose his eight pounds. Oh, every time you hear a blinker on you, you're going to get some Christmas sounds. So, Merry Christmas. Anyway, I know some of you guys are like, what? Eight pounds? You can't do that. But we're wrestlers. This is what we do.

So he's going down to wait for state. He's never gone down this low. So we have to, anyway, he's going to be, he cut weight earlier this year once and allowed to lose two pounds and it was like a nightmare. So we've got to lose eight by tomorrow, by this time tomorrow morning. So, and then we have a big church Christmas party tonight. So today's a little hectic and stressful and And, um, but then tomorrow we have wrestling and I'm so excited. We'll be wrestling all day and it'll, it'll be awesome. So, um, anyway, um,

I've gathered you guys here today. My, my lesson for you today, um, is, uh, it's interesting yesterday during the big meeting we had, we had a chance to share all of our numbers, go through our books and go through everything and, um, see where the actual revenue in our company is coming from and look at all the different, you know, all that kind of stuff that you get to do in your year of end stuff, kind of looking at your numbers and stuff. And it's interesting because this year's been awesome, so that's great. You know, we made more this year than I ever dreamt was, was possible, which is, which is also fun, but it's interesting because, um, you know, and, and it's funny cause I, the first decade of my business, I was in the information business, right? I sold information products, information things. I also inside sold supplements and some little software and things like that. But the majority of what I sold was always information because I like selling how to stuff. It's, it's fun. Right.

And so that was kind of the, uh, that was kind of the, um, you know, my, my, my business. Um, but it's interesting, like some information is as awesome as it is. There's always kind of like this cap, right? Like, like the, the biggest companies, I mean, look at something like Tony Robbins. I don't know his revenues on the Tony Robbins brand, but like, you know, he's probably the biggest info person, right? Maybe Dave Ramsey, he's got a big info business. And I don't know, there's, there's a couple of people out there that do really well. Right. But no matter how, how big they get, like there's a ceiling, like you don't see anybody who's like got a hundred million dollar a year info product business, right? There's none, um, that I can think of. Maybe there's some, but none that I can think of. And I, uh, I guess Agora,

Agora would be the only ones that I know they're that big. Okay. There's a couple, but, um, but you kind of cap out at this point. Right. And so it's like, um, you know, I think this year, if you look at just the info products we sold, we probably did, I don't know, maybe $30 million in info product sales, which is great. Like that's awesome. But for us, the other hundred something plus million all came from software. And as I was sitting there thinking, I'm like, man, my whole first decade of my business, I just sold information products. And when I, when I shifted from selling information products to selling information products that, that push people into some kind of software product, that's when the dynamics and the metrics of our business shifted, right? Like that's when we shifted from like a level two

or three opportunity to a level 10 opportunity was, was the software side of it. And I'm telling you this because, you know, not all of you guys are going to create software companies. You know, um, I look at lady boss and they, you know, Brandon and Caitlin started selling info and they built their business up to a certain point and then they released supplements and supplements was their level 10 opportunity. That's what they've kind of blown up to the next level, right? Uh, Alex and Layla Hermosi, they, you know, sold info products. And then, um, you know, right now they just, this week launched a food service where it's like all the gym then, um, you know, right now they just this week launched a food

service where it's like all the gym owners can get, you know, meal prep ordered for all their clients. And I have no idea what their metrics, their numbers are, but based on the fact they have like 5,000 gym owners and if each gym owners selling, you know, 10, 10 meals a day to people, that's 50, 50,000, a hundred thousand. I don't know the metrics are, but maybe a hundred thousand meals a day. He's going to be selling through this, this new 100,000, I don't know what the metrics are, but 100,000 meals a day that he's going to be selling through this new thing, right? It's like all the info products were good and they made a really good living off it, but the big opportunity was like leveraging the audience they built from the info product for this food business, right? And so I look at that,

I look at the people in our community that are having the biggest businesses and the most success. It's like they have info products with boom, something with software, with supplements, with food service, with fill in the blank. So my question for you, I want you to ponder over this Christmas break and over new years and, and just, you know, as you guys are going through this, this season of getting ready for new year's, like, what is your, what is your version of that? What is your click funnels? What is your supplement line?

What is your, what is your version of that? What is your click funnels? What is your supplement line? What is your thing? Um, and, and start thinking about that because when you can figure that out, that's again, that's when we went, you know, you know, pre click funnels, I was always, you know, five to 8 million bucks. Some of that range is where we, and we did, we were doing awesome. Like that's great. But we always hit that cap and it wasn't, you know, we were able to more than 10 exit when we added in the secondary piece like the back end the the the software the you know the thing um and so i don't

know what that is for you um but i'm throwing out there info products the greatest way to generate an audience to build a following to make money profitably to acquire customers lower than anything else in the world and so i i'm obsessed with products. Like I'm not saying to not do them. I'm saying keep doing them. But then, then what, like what's to, to what ends? Like where are you putting those people? What's the, what's the goal? What's the point?

What's the purpose of it? Um, and for a lot of you guys are going to struggle. Think about that. And you know, it took me a decade to figure out click funnels. So it's not something you might answer today, but I'm starting to put that in your head. It's just like the info product is business, but to what, to what ends? Like, what's the purpose of it? Where am I putting these people eventually? What's my click funnels? What's my supplement line? What's my food service? What's my thing? Um, cause we start thinking that way. It's going to open up

a backend that's, that's not just a backend upsell of more info, you know, which is good. You know, the, the typical info models, you go from a book to a online course, to a workshop, to a live event, to a mastermind group like that. That model is awesome. Um, but you're going to be capped at 10 to 20 million bucks, which is great. Nothing wrong with that. But again, if, if the goal is to keep growing and get to 50 million or a hundred million

or a billion or beyond, like you, like I've yet to see it outside of a gore. I haven't seen anybody else get to those numbers through information alone. And so it's like, what do, what are we, what are we going to put somebody? What's that thing? What's the next, the next piece? And so anyway, I wanted to put that out for you guys just to kind of think about, and again, I don't know the answer for you and you're probably not gonna answer for you yet, but that's what I'd be like thinking with my eyes wide open. I'd have my eyes open. I'm looking around for opportunities, right? Looking as you're serving these customers to your information products, like having

your eyes open, like, okay, what do they need? What are their frustrations? What's the, what problem do they have? What's the, what's the issue? Like, how can I solve this? And like, when those questions are happening, that's when the software idea will pop in your head. That's when the supplement idea will pop in your head.

That's when the food service and you're like, oh my gosh, all my clients need this. Boom. There it is. There's the thing that takes you from, from 10 million to a hundred million. It's that, it's that next thing. And it's not more information. Probably it's, it's, it's the, it's the tool. It's the thing that they need to, to, to have more success with it. So there you go. Merry Christmas. There's some more jingle bells for you. I appreciate you guys all for listening. I hope you guys have a great Christmas and happy new year. I'll probably do

more episodes for new year. So you'll hear back from me, but I just want to share it with you guys. Get your minds thinking as you enter the new year about what is your level 10 opportunity? What's the big thing? What's it going to be? With that said, I'll talk to you soon. Bye everybody.

Hey, this is Russell again. And really quick, I want to thank you so much for listening to the Marketing Secrets Podcast. I hope you enjoyed this episode. And if you did, can you imagine what it would be like to experience this for four days with 5,000 other insane funnel hackers, people who are just like you, who think like you, who believe like you have vision like you, if you would like to do that, then you need to be at this year's funnel hacking live.

It's coming up very, very soon. Uh, if you don't have your tickets yet, you can go to funnelhackinglive.com and it gives you the ability to leave your home, leave where you're, you're trying to create and dream and come to a place with a whole bunch of people who think like you, who believe like you, who see visions like you of what they can create and what they can become. Funnel Hacking Live is not just a marketing event. It's not just a personal development event. It's both of those things wrapped into one and it is an experience that will change your life forever.

So I want to make sure you get your tickets. If you don't have them yet, go to funnelhackinglive.com. Get your tickets. We have sold out five years in a row. We will sell it this year as well. And after you get tickets, you will be there with 5,000 other insane, crazy, fun funnel hackers talking about how to grow their business, sharing all the best marketing secrets, things that are working today.

You got to go get your tickets now at funnelhackinglive.com. Thanks so much, and I'll see you in Nashville.